Jose ManuelJoel Basa

Jose ManuelJoel Basa

Creative Director. Design Team Leader. Brand Strategist.

Creative Director, Design Team Leader, & Brand Strategist

I have over 20 years of experience in leading diverse and talented creative teams to deliver compelling content and experiences for varying audiences and platforms. Currently, as the Creative Services Manager on the Paychex Internal Communications team, I oversee the strategy, relationship development, and creatively direct graphic designers, web developers and videographers to deliver presentations, graphic design, videos, podcasts, and web experiences that showcase the Paychex brand, our strategy, and our culture. In the past, I’ve led .com teams and brand development teams at Xerox.

LEADING TEAMS

I lead by inspiring my team, providing support and articulating clear direction on how design and experiences create value in an organization. I build team cultures that encourage creativity, individual thought and drives growth in skills and career progression.

ENTREPRENEUR MINDSET

As a bonus, I’m an entrepreneurial-minded small business owner who has built (along with my wife) a growing dog agility training business, Five Points Training. I serve as the unspoken COO and CMO by implementing marketing strategies, developing an effective curriculum, and overseeing all operational aspects of the business.

Portfolio

Paychex Virtual All Company Experience

Working directly with the C-Suite, I was the creative director for the first ever Paychex All Company Virtual Meeting during the COVID-19 Pandemic. My team and I focused on blending technology, design and messaging to create a successful virtual experience for all employee at Paychex. We combined forces with the events team at Paychex and outside vendors to make our vision come to life.

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Refreshing an Iconic Brand: Xerox

Partnering with a Brand Design Agency, I was the Xerox point person for refreshing the iconic brand of Xerox. The refresh entailed refreshing the visual brand system and verbal brand. This included aligning the brands of Xerox and Fuji Xerox (Japan) as well as creating guidance for every channel you can imagine: social, print, web, signage, tradeshows and much more. This required intense collaboration between internal stakeholders, agency partners, and the executive team. Once released, I was lead on activating the brand internally with all consumers of the brand.

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Launching a Fortune 500 Website..in about 100 days

When Xerox spun off its Service organization into Conduent, I led a very small web team to launch Conduent.com. This entailed selecting technology and platforms, establishing a digital brand style guide, migrating content, integrating our CRM and ensuring SEO was fully thought through in order to hit the ground running. With a team of 2 Web Producers and a relationship with a 3rd party interactive agency, we were able to launch Conduent.com

Evolving an Established UX Team

Having joined Paychex and its established User Experience/Product Design team, the goal was to evolve the team to better support Product Management. The team was composed of UX Designers and UX Researchers. However, a huge focus was messaging and content found within Paychex Flex, our flagship app. I worked with a partnering organization to “seed” and start the UX Content Design team. The team has since grown to a team of approximately 10 team members and has embedded team members within almost every agile team at Paychex during the product development lifecycle.

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Before and After

And also…

I’m a judge.

Not that kind of judge…a judge in the growing sport of dog agility. I design courses and judge competitions throughout the country. It allows me to exercise my creativity in a different way but still provide structure based on understanding of how dogs run and how people run.

I’m a business owner.

In May of 2016, my wife and I formalized our business: Five Points Training. We have a growing set of happy “teammates” (aka clients) that come to us so we can coach the person…not the dog…how to run dog agility.